NBWA Embraces the Future
by Krystina Skibo
At the National Beer Wholesalers Association’s (NBWA) 88th Annual Convention in Las Vegas, the organization announced its new incoming Chairman.
Strong leadership is key to helping the beverage alcohol industry succeed during difficult times. That’s why NBWA chose Steve Beykirch, president of Eagle Beverage Corporation, as the new incoming chairman.
With beer sales still down and most consumers preferring no- and low-alcohol beverages, the industry has faced a multitude of disruptions over the past few years. Beykirch believes in the industry’s power to foster connection to help strengthen beer sales.
We spoke with Beykirch about what else he has in store as Chairman over the next year as well as his experience in the industry.
BW: How does it feel to be appointed as the next Chairman of NBWA?
Steve Beykirch: It was a tremendous honor to step into the Chairman’s role in front of thousands of my colleagues at our recent Annual Convention & Trade Show in Las Vegas. I’m proud to follow in the footsteps of recent Chairs whose leadership has strengthened our association and elevated the voice of independent beer distributors nationwide. Their legacy inspires me, and I’m excited to build on their accomplishments.
BW: What are your goals heading into the Chairmanship?
SB: My focus is on advancing NBWA’s mission by advocating for the three-tier system, supporting distributor independence, building partnerships across all tiers and highlighting the critical role our members play in their communities. I also want to ensure we’re preparing for the future — embracing technology, adapting to consumer trends and fostering leadership across the industry.
BW: How are you planning to accomplish these goals?
SB: Collaboration is key. I plan to work closely with NBWA’s leadership, our members and industry partners to ensure our priorities are aligned and our message is strong to help the industry return to growth. We’ll continue to engage with policymakers, invest in education and training and share stories of how distributors positively impact their local economies and neighborhoods.
BW: What are some lessons you learned at Eagle Beverage that you plan on bringing to NBWA?
SB: At Eagle Beverage, I’ve learned the importance of adaptability, transparency and community engagement. Whether it’s navigating supply chain challenges or supporting our team and retail partners, success comes from staying grounded in relationships and being responsive to change and investing in both our people and our communities. Those values will guide my approach at NBWA.
BW: What are some of the biggest struggles the beverage industry is currently facing?
SB: The industry is facing a mix of challenges across our tiers, evolving consumer preferences and economic pressures. Distributors are being asked to do more with fewer resources, while also adapting to new products, technologies and market dynamics. NBWA plays a vital role in helping members navigate these challenges and stay competitive.
BW: What do you think the future holds for NBWA and the broader industry?
SB: I’m optimistic. NBWA is well-positioned to lead through change, and our members are resilient and innovative. The future will be shaped by how we embrace technology, adapt to changing consumer preferences, advocate for smart and responsible policies, and continue to tell our story — one rooted in leadership, service, stewardship and community. I believe that our industry has some great opportunities ahead to work together and return beer to growth.
by Krystina Skibo
Wine & Spirits Wholesalers of America (WSWA) recently appointed Cutter Smith, president of Eder Bros., Inc., as the association’s new Chairman. Smith succeeds Dina Opici, president of Opici Family Distributing, who has completed her term as Chairwoman.
Smith, a leader in family-owned Connecticut-based wholesale business, takes the helm as WSWA continues to navigate the economic pressures facing the beverage alcohol marketplace.
We spoke with Francis Creighton, WSWA president and CEO, about Smith’s appointment and his future goals for the association.
BW: Why choose Cutter Smith as WSWA's new Chairman?
Francis Creighton: Cutter is a long-time member of WSWA’s board and has been on our executive committee for several years. He is a great strategic thinker and has been involved with every critical WSWA issue for several years. Given the dynamic nature of our industry, having a chairman who is deeply involved in every aspect of the business is very helping in guiding the work of the association. He’s great to work with, and fights for wholesalers and the entire beverage alcohol market every day.
BW: What projects or initiatives do you plan on working on with the new Chairman in the coming year?
FC: As Cutter has said in the past, this market demands resourcefulness and nimbleness. WSWA is committed to proactively supporting our members by addressing market challenges and identifying growth opportunities. Key initiatives currently include fighting tariffs that unfairly burden our member’s businesses and hurt consumers, and ensuring a strong three-tier system that promotes consumer choice, public safety and economic vitality.
WSWA has implemented a three-year strategic plan aimed at fostering a thriving marketplace that values our members and the three-tier system. We advocate for the critical role of wholesalers and empower them to succeed through targeted actions, including our advocacy efforts, engaging in member events such as Access LIVE, our convention and trade show in Las Vegas in February, and providing the best data available in the market through SipSource.
BW: What is WSWA's current top legislative priority at the federal and state level, and how is the organization mobilizing its members to achieve that goal?
FC: First and foremost, WSWA will continue fighting to protect the vibrant three-tier system that drives innovation, protects public health and safety, and ensures proper tax compliance. We will continue to work with policymakers to highlight the negative impact of tariffs, which hurt consumers and put pressure on an industry that employs so many people across the country.
We also want to ensure that intoxicating hemp beverage products, which are increasingly available in states around the country, are properly regulated. We cannot have these products in the market without effective regulations. We believe the beverage alcohol regulatory framework is best suited for these beverage products. We must regulate these products; it’s just common sense.
BW: With recent reports of a volume decline in the wine and spirits market, how is WSWA helping wholesalers adjust their business strategies and what specific categories are presenting the biggest growth opportunities?
FC: WSWA helps wholesalers learn the hot, new, now market trends through Access LIVE. We also provide forums for our wholesaler members to share insights on what’s working in their markets and how consumer trends are changing.
Through our data arm, SipSource, we provide real-world data to show how those consumers are moving real products from the warehouse to the retail outlet. As I said earlier, collaboration in a market like this is critical for company and country-wide- success.
BW: How is the continued consolidation of the wholesale market impacting smaller producers, and what steps is the WSWA taking to ensure a competitive and diverse marketplace for both large and craft brands?
FC: The current market situation is difficult for all three tiers - we see it across the beverage alcohol industry. While WSWA doesn’t get involved in individual brand-wholesaler conversations, we do work to ensure a robust market where different kinds of wholesalers can serve different types of brands. Our association is committed to making sure the market works for every kind of wholesaler, large and small. A vibrant, independent wholesale tier ensures there are opportunities for all brands.
BW: What do you think the future holds for WSWA and the broader industry?
FC: The big conversation I keep hearing in the industry in whether today’s market reflects structural or cyclical change. And increasingly I believe that the issue is cyclical. The consumer sentiment survey shows that consumers’ perspectives on the economy are close to their lowest point in the last ten years.
Regardless of the actual state of the U.S. economy, consumers are nervous, and they don’t feel good about their personal financial circumstances, leading them to cut back on consumption across a variety of products. If we see these consumer sentiment numbers improve, I think you are going to see our market improve with them.
Cutter Smith is the president of Eder Bros., Inc. and the new incoming Chairman for WSWA. As a leader in family-owned Connecticut-based wholesale business, Smith brings a wealth of knowledge on the beverage alcohol industry to WSWA.
“As the incoming Chairman of the Wine & Spirits Wholesalers of America (WSWA), I am both humbled and inspired to follow in the footsteps of distinguished leaders such as Dina Opici, Doug Shaw, Tom Cole, Danny Wirtz and so many others,” Smith said in a statement. “Each left behind a legacy of service built on a simple but enduring truth: WSWA’s strength has always come from being a resource for its members — in times of need, in moments of change, and in periods of opportunity.”
“When I reflect on the history of this association dating back to 1943, I see a common thread woven through the words of past Chairs,” Smith continued. “Whether navigating recessions, regulatory upheaval or cultural shifts, they each emphasized the importance of standing together, speaking with one voice and being a resource that helps members not just survive, but thrive.”
As Smith takes on this role, he vows to do so with deep respect for the generations before him who built this industry with resilience and vision.
“I look forward with optimism, knowing that the same qualities that made us strong in the past will carry us forward: adaptability, collaboration and service. WSWA must continue to be driven to serve its members. Our job is to ensure that as the industry evolves, we evolve with it by providing the insights, advocacy and resources that help you succeed in real time,” Smith concluded.